In the study “Information fatigue as a window of opportunities: a chance for regional media during the war and beyond,” the MDF Research Lab explored how and why Ukrainians consciously limit their exposure to war-related news — and, most importantly, what this means for local media.
46% of surveyed Ukrainians admitted to avoiding war news over the past six months. The findings, however, show that this behavior is not rooted in indifference but rather serves to maintain emotional balance and protect mental well-being.
Here are the key takeaways from the research:
- 51% of respondents said they feel close to an emotional breaking point because of war news;
- Despite anxiety and exhaustion from war coverage, 65.4% feel pride in Ukraine’s resistance, and 63.5% feel hope following the successes of the Armed Forces of Ukraine;
- Avoiding war news is a protective, not a harmful, coping mechanism;
- The regions most affected by the war (Northeastern and Southern) are the least likely to avoid war-related news;
- Young people aged 18–24 are the most prone to avoiding war news and demonstrate a downward trend in overall news consumption between 2022 and 2025;
- Interest in local community news remains high and stable across all regions.
The study aimed to measure the scope of selective news avoidance and understand the reasons behind it, while also identifying ways local newsrooms can adapt to audience information fatigue. Based on this, the team developed practical recommendations to help regional media retain — and, where possible, grow — their audiences during these challenging times.
The full report, containing detailed analytics and recommendations, is available to read via the link below.
The study was created by the Media Development Foundation with the support of the Askold & Dir Foundation, administered by ISAR Ednannia within the project “Strong Civil Society in Ukraine – Driving Reforms and Democracy” funded by Norway and Sweden.
The contents of the publication are the sole responsibility of the Media Development Foundation and do not reflect the views of the governments of Norway, Sweden or ISAR Ednannia.
